From The Media WeChat Public Number "Pomegranate Po Report" Content Push Research

Since the 21st century, with the popularity of smart phones and the rapid development of mobileInternet and we-media, wechat has become the platform products, whose functionsare communication, marketing, social activities and tools. Because of the changes of media, more and more traditional medians walked out of traditional media and devoted themselves to we-media such as wechat. However, as the number increases,there appears messing up and homogenization in media. There are not many high-qualified medians and wechat official accounts. Moreover, academia lacks relative academic researches.This thesis selects the We Media "Shiliupo Report", which is more successful in development and operation, as the case. Through the methods of case analysis,content analysis, references analysis ect., this thesis employs "5w" communication theory, opinion leader,Gatekeeper,use and satisfaction,the audience is market,framework for analysis relative theory to study its Content Push and operation strategies.The author thinks that, fashion class since WeChat number through the network in the form of public media, construct a new social group, let vogue spread more widely, convenience and interaction, equality and civilian, broke through the boundaries between different classes, different groups, at the same time, make public the female voice, is the important embodiment of the new media to promote social democratization.This study summaries the features of "Shiliupo Report" in operation strategies i.e. The diversified contents and topics, accurate location of potential customers, the union of multi-media platform,new advertising model, social economy and socialization marketing. Besides, this study defines the estimated index of "Shiliupo Report" in operation effect:the users interactivity and social effect. It shows that "Shiliupo Report" has the advantages and disadvantages in its operation strategies. This thesis summaries the meaningful and constructive methods to the development of We Media and Wechat official accounts. "Shiliupo Report'"s unique and creative business modules provide experiences for other we media and traditional fashion business modules, but it's popularity and creativity need to be improved.